Rolex adds decade to The European Tour sponsorship

Rolex has extended its sponsorship of golf event The European Tour for a further 10 years.

The watch brand has been partnering with The European Tour since 1997 in its capacity as Official Timekeeper.

The new deal will secure Rolex’s position as the Official Timekeeper of the event until 2022 and will include its sponsorship of the Ryder Cup, of which it is the longest serving sponsor.

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Rolex has been aligning itself with golf events since 1967 and said that this new deal will continue to strengthen those golfing associations, which it said will continue to foster "into the foreseeable future".

A statement from Rolex said: " Today, Rolex is golf’s leading supporter and is associated not only with the most important and prestigious entities governing the sport worldwide, but also with golf’s principal professional tours, competitions and athletes.

" Our extended partnership with The European Tour, whom we have supported since 1997, is a mark of our strong commitment to the future of golf, and exemplifies the values of excellence embodied by the Tour as well as the great game of golf.”

Through its sponsorship deal with The European Tour, Rolex will work with the organisation to have a presence at its 46 tournaments in 25 countries.

The European Tour chief executive George O’Grady said: " Rolex’s commitment to the game of golf is unparalleled. They have been a valued partner of the Tour over many years, supporting us in every aspect of our mission to deliver golf worldwide.

"Rolex support us right across the board of all of our Tours, including the Senior Tour, the Challenge Tour, The Ryder Cup and The European Tour itself. Rolex’s partnership with us is unique and exceptional and together we look forward to creating a stage for tomorrow’s golfers and working to shape the future of The European Tour.”